Bosideng Wang Chenhua Believes That "Four High" Changing Traditional Genes Is The Key To Pformation.

During the recent period, Wang Chenhua of Bosideng group indicated that the key to the pformation and upgrading of the group lies in the "four high" strategy. "Four high" can change the traditional genes.

In recent years, China's overall economic growth rate has slowed down, resulting in domestic domestic demand growth is weak.

Facing the overcapacity, the decline of brand competitiveness, and the increasing expansion of overseas brands to the Chinese market, the domestic garment industry is facing a very grim situation.

As a veteran clothing company with 40 years of history, Bosideng, under the trend of domestic consumption upgrading and supply side reform, how to adjust the pace to achieve pformation and upgrading? Recently, Wang Chenhua, vice president of Bosideng International Holdings Limited, introduced the practical experience of Bosideng in the 2016 China shopping center and fashion retail Development Forum sponsored by China Chain Store Association.

From the end of the 90s to the beginning of this century, Bosideng once had a "happy time": designers did not need to design many styles in one year, and salesmen were relatively relaxed. As long as the temperature dropped, the sales of down garments increased. Customers were queuing up for money with their money behind, and a style could be sold in the market for about 1000000 pieces.

However, as time goes by, like many garment enterprises, Bosideng is facing problems of overcapacity, declining brand competitiveness and aging of retail mode.

To this end, Bosideng took a series of countermeasures.

First, high quality manufacturing. Despite the pursuit of high quality has been Bosideng's business philosophy and strength, but the difference between different generations of workers and the increase in labor costs forced enterprises to switch production ideas, that is, "machine for labor".

According to Wang Chenhua, Bosideng introduced advanced template machines for intelligent production.

The intelligent template not only sews the craft and the level very high, moreover the production efficiency can raise 60%, reduced the production cost.

Second, high value design. "Clothing is an industry that creates beauty and leads the United States. Design innovation is the important starting point and focal point for garment industry to comply with the supply side reform."

Wang Chenhua said, "our chairman often tells us to integrate the elements of brand design fully, and design is productivity."

Bosideng seizing the brand positioning of "fashion +", "quality +", "warmth +", and integrates color and innovation into the DNA of clothing.

Wang Chenhua said that Bosideng launched a down jacket with a weight of only 260 grams, fashionable and warm, and received a good market reaction. Some female consumers even bought several different colors of the same commodity.

Third, high pleasure experience. "We focus on commodity research, design innovation, shop vision, etc., from the shop lighting, sound, salesmen's smiles, standing posture, product display and color planning aspects of the comprehensive consideration."

Wang Chenhua said.

Recently, Boston, a newly installed flagship store in Xidan, Beijing, is fully planned by Japanese designers and scrutiny one by one, so that consumers can feel pleasant shopping atmosphere when they enter a store.

Fourth, efficient marketing. By the 2012 London Olympic Games, Boston London flagship store opened, and Bosideng bought two British clothing brands, which attracted wide attention from the international media and expanded the brand influence.

During the 2015 Italy Milan World Expo, Bosideng put a large number of advertisements on local railway stations, airports and taxi bodies to help expand the brand image in the international market.

Bosideng's 2015 annual report shows that in order to adapt to the brand pformation strategy, Bosideng will continue to close the sales outlets with insufficient competitiveness, and optimize and upgrade the quality and efficient sales network.

Although the number of traditional sales channels has been reduced, the group has taken innovative sales and promotion methods with the change of consumption patterns.

For example, in 2015, Bosideng first pushed the way of Pop up Store, also known as mobile concept store or short-term concept store. In September, it sold 6 guerrilla stores in the gold shopping areas of 6 key markets in September to promote the group's new down clothing products, attracting people and consumers' eyeballs with innovative display design, and enhanced interaction with consumers through various on-site activities, performances, games, and so on, so as to enhance brand awareness.

The market reaction of guerrilla stores exceeded expectations. Not only did they successfully create local topics, they were widely reported by the media, but also successfully promoted Bosideng's local sales performance.

The future is the new stage of Bosteng brand remolding. Enterprises will continue to study the consumption characteristics of the consumer market in order to enhance product differentiation and conform to the market consumption trend. Through in-depth analysis of the retail data, more precise arrangements will be made for the production of all kinds of products, including trial marketing of some main products and styles in the physical store before making the production plan, so as to test and understand the market reaction and formulate corresponding production and sales programs.